That Radio Station That Everyone’s Listening To . . .

Your prospects aren’t paying any attention to you. Here’s why.

Photo by Eric Nopanen on Unsplash

I was in my car yesterday, listening to Kate Gaffin’s latest webinar, ‘The Most Overlooked Aspect of Business Winning Follow Up,’ and I was inspired to share some of my own thoughts as to why so many prospects don’t respond to follow up efforts.

Are they even listening? We make our introductions, our presentations, our pitches, and then wait. And wait. And wait some more. We wait for what we think is the appropriate amount of time to follow up. We wait for them to call us back. We wait for them to return our emails and our texts. We follow up and we wait for them to give us an answer. We wait for any kind of response at all. And, in return, we get, as Kate so aptly put it, ‘crickets.’

If you’re one of the many who follow up to seemingly to no avail, I want to clue you in on a little secret. Most of the time, your prospects, customers, clients, and even your sales team, aren’t listening. They’re tuned-in to a completely different frequency than you’re broadcasting on.

The station they’re so intently listening to? It’s WIIFM , or ‘What’s In It For Me.’ And, they’ve been listening to it all of their lives.

That’s right. You aren’t being ignored. They never heard you in the first place. And all this time you thought they were just being rude by not returning your calls ;-)

If You’re Tired Of Waiting, Start Connecting
If you’re expecting people to turn their dial away from WIIFM and tune-in to you, you’re in for a long wait. Think about your last sales encounter as a customer. It might have even been you who initiated the first contact. As the salesperson was talking to you, were you thinking, ‘I really want to help this guy/gal make their commission?’ Or, were your thoughts more along the lines of, ‘How much is this going to cost?’ and ‘Does this look good on me?’

Let’s face it, most of the time we’re receiving on one frequency and transmitting on another. We all do it. However, if you want to effectively connect with people, you’ll need to adjust your transmitter away from your own version of WIIFM and focus on their’s. And here’s how:

Take-away Points From Kate Gaffin’s Webinar

  • If you’re tired of hitting a brick wall in your followups, recognize it’s time to change your approach.
  • Our prospects don’t owe us a response. They don’t owe us a returned phone call or email. They’re not being rude. They’re being people.
  • Selling is a conversation, not a monologue. Engage those you want to sell to in meaningful conversation. This means asking questions and listening intently. It means focusing on the person and not the transaction.
  • Be sincere. Show genuine interest in those you follow up with as people. If you don’t have an honest interest in the people you’re following up with, it will show.
  • Take time to connect. Sending a personal message to someone on social media, or by email, takes more time than ‘liking’ someone’s Facebook post, but it’s worth the extra effort. People appreciate the personal touch.
  • The follow up process begins before you make your introduction or presentation. It begins with you. Are you, ‘follow-upable’? That is, will people want to follow up with you because you’re the kind of person you are?

Closing Thoughts
What we learned in Kindergarten is as true today as the day we learned it; ‘Treat others as you would like to be treated.’ After years of having the dial stuck at WIIFM, it’s easy to forget this. The good news is that there are plenty of other exciting, engaging, and profitable stations out there just waiting for us. Give ’em a try!


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